MKT 280 - Activist Marketing

Students will examine the concept of Activist Marketing, exploring what it means for a brand/business to lead with their values and be an advocate for social change movements. Using the 6 P’s of Brand Activism developed by Ben and Jerry’s–Purpose, Policy, People, Power, Publishing and Pop Culture–students will investigate brands and their history of “activism” to answer the question, “Can brands really be activists if their ultimate goal is to sell a product?”